Stockholm Accords

The Value of Public Relations and Communication Management

by Public Relations Professionals (associations, managers, consultants, educators, researchers and students) to administer its principles on a sustained basis and to affirm them throughout the profession, as well as to management and other relevant stakeholder groups-

Governance

All Organizations operating under the stakeholder governance model empower their leaders -board members and elected officials- to be directly responsible for deciding and implementing stakeholder relationship policies.

The communicative organization requires timely information, knowledge and understanding of economic, social, environmental and legal developments, as well as of its stakeholders’ expectations.
This to promptly identify and deal with the opportunities and risks that can impact the organization’s direction, action and communication.

Create an internal listening culture, an open system that allows the organization to anticipate, adapt and respond.

Management

In today’s accelerating and globally competitive network society, the quality and effectiveness of an organization’s decisions are increasingly determined by their time of implementation.

The communicative organization acts on the principle that it is in the organization’s interest to be sensitive to the legitimate concerns of stakeholders, as well as balanced with wider societal expectations.

This requires a high priority for listening before strategic and operational decisions.

Communicate the value of the organization’s products/services and relationships with stakeholders thereby creating, consolidating and developing its financial, legal, relational and operational capital.

Participate in the solution of organizational issues, as well as lead those specifically focused on stakeholder relationships.

Sustainability

The organization’s sustainability depends on balancing today’s demands with the ability to meet future needs based on economic, social and environmental dimensions.

The communicative organization assumes leadership by interpreting sustainability as a transformational opportunity to improve its competitive positioning by pursuing and constantly reporting on the achievement of its sustainability policies across the economic, social and environmental “triple bottom line”.

Public relations and communication management professionals:

Involve and engage key stakeholders in the organization’s sustainability policies and programs.

Interpret societal expectations for sound economic, social and environmental commitments that yield a return to the organization and society.

Ensure stakeholder participation to identify information that should be regularly, transparently and authentically reported.

Promote and support efforts to reach an ongoing integrated reporting of financial, social, economic and environmental.

Internal Communication

Organizational internal communication enhances recruitment, retention, development of common interests, and commitment to organizational goals by an increasingly diverse, extended and segmented set of “internal” publics.

How front-line people comprehend, accept and achieve the organization’s strategy.

How – and how well — organizational leaders collaborate and communicate with stakeholders.

How knowledge and policy are being shared.

How processes and structures are identified, developed and enhanced

and, most importantly,

How the organization’s reputation depends largely on the actions taken by internal stakeholders.

External Communication

As the expansion of the network society accelerates, organizations must review and adjust their policies, actions and communicative behavior to improve their relationships with increasingly influential stakeholders, as well as with society at large.

The communicative organization ensures full consistency of its storytelling by balancing global transparency, finite resources and time sensitive demands dealing with fast moving inside/outside changes and new conflicts of interests that emerge from multiple stakeholder participation.

Communication with internal, boundary and external stakeholders is coherent and coordinated with the organization’s mission, vision, values, as well as its actions and behaviors.

Public relations and communication management professionals’:

Oversee the development and implementation of internal and external communications to assure consistency of content and accurate presentation of the organization’s identity.